How Advertising Works

1
How Advertising Works

• Part 2 Planning and Strategy
• Chapter 4

2
Key Points

• Explain three Models of Advertising Effects to
  show how brand advertising works
• List the six key effects that govern consumer
  response to advertising messages

3
The Effects Behind Advertising Effectiveness

• AIDA (attention, interest, desire, action)
• Hierarchy of Effects (think, feel, do)
• Key Advertising Effects

• Facets models of effective advertising
• The facets come together to make up the unique
  consumer response to an advertising message

See Handout
4
Three Models of Advertising Effect
5
Perception

• The process by which we receive information
  through our five senses and assign meaning to it

• Exposure
• Being seen or heard
• Media planners try to find the best way to expose
  the target audience to the message
• IMC planners consider all contacts a consumer has
  with a company or brand

6
Perception - Measures

• Selection and Attention
• The ability to draw attention, to bring
  visibility
• One of advertisings greatest strengths

• Interest and Relevance
• Interest
• The receiver of the message has become mentally
  engaged with the ad and the product
• Relevance
• The message connects on some personal level

7
Perception - Measures

• Awareness
• Results when an ad initially makes an impression
• Most evaluations of advertising effectiveness
  include a measure of awareness as an indicator of
  perception

• Recognition
• Memory
• Recognition
• Recall

8
Cognition

• Cognitive Learning
• When a presentation of facts, information, and
  explanations leads to understanding
• Used by consumers who want to learn everything
  about a product before they buy it

• How consumers respond to information, learn, and
  understand something

9
Cognition - Objectives

• Information
• Facts about product performance and features
• Particularly important for products that are
  complex, have a high price, or are high risk

• Needs
• The cognitive impact of an advertising message
• A cognitive ad explains how a product works and
  what it can do for the consumer

10
Cognition - Measures

• Differentiation
• Occurs when consumers understand the explanation
  of a competitive advantage
• A consumer has to understand the features of a
  brand and be able to compare competing products

• Recall
• When the consumer remembers seeing the
  advertisements and remembers the copy points
• Ads use jingles, slogans, catchy headlines,
  intriguing visuals, and key visuals

11
Association

• The process of making symbolic connections
  between a brand and characteristics that
  represent the brands image and personality

• Symbolism
• The brand stands for a certain quality
• A bond or relationship is created based on these
  meanings
• Conditioned Learning
• The way association implants an idea in a
  consumers mind

12
Association - Measures

• Brand Transformation
• A brand takes on meaning when it is transformed
  from a product into something special
• Differentiated from other products in the
  category by virtue of its image and identity

• Brand Communication
• Brand identity
• Brand position
• Brand personality
• Brand image
• Brand promise
• Brand loyalty

13
The Affective or Emotional Response

• Mirrors a persons feelings about something
• Stimulates wants
• Touches the emotions
• Creates feelings

• Wants
• Influenced more by emotion or desire
• Desire is based on wishes, longings, and cravings
• Emotions
• Agitates passions or feelings

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The Affective or Emotional Response - Measures

• Liking
• Liking a brand or ad is one of the best
  predictors of consumer behavior
• If a consumer likes the ad, the positive feeling
  will transfer to the brand

• Resonance
• Help the consumer identify with the brand on a
  personal level
• Stronger than liking because it involves an
  element of self-identification

15
Persuasion

• The conscious intent on the part of the source to
  influence the receiver of a message to believe or
  do something

• Motivation
• When something prompts a person to act in a
  certain way
• Marketing communications uses incentives to
  encourage response

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Persuasion - Objectives

• Conviction/Preference
• Conviction
• Consumers believe something to be true
• Preference
• An intention to try or buy a product
• Source credibility

• Arguments
• Uses logic, reasons, and proofs to make a point
  and build conviction

17
Persuasion - Measures

• Loyalty
• Measured both as an attitude and by repeat
  purchases
• Built on customer satisfaction
• Attitudes
• Mental readiness to react to a situation in a
  given way

• Involvements Role
• The degree to which a consumer is engrossed in
  attending to an ad or making a product decision
• High involvement
• Low involvement

18
Behavior

• The action response
• Effectiveness is measured in terms of its ability
  to motivate people to do something

• Try and Buy
• Initiating action through trial
• Trial is important because it lets a customer use
  the product without investing in its purchase

19
Behavior

• Contact
• Making contact with the advertiser can be an
  important sign of effectiveness

• Prevention
• Involves counter-arguing by presenting negative
  messages about an unwanted behavior

20
Typical Communication Objectives

• Attitude toward the Ad/Brand (encompasses all
  three components of the HOE Model)
• Brand Image/Positioning
• Ad/Brand liking
• Brand learning
• Ad/Brand Cognitions
• Purchase Intention
• Awareness
• Ad Recall
• Ad Recognition
• Involvement